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Reed Krakoff: 'Customers are in control'

Reed Krakoff: 'Customers are in control'

Reed Krakoff has witnessed customers become more demanding over the years.

The former Coach designer has his own eponymous label along with various collaborations to his name, the latest being one with Kohl's. A lot has changed in the world of fashion since he started out, with trends like see-now-buy-now becoming more and more popular. Reed has seen the affect this has had on shoppers, and has made a note to cater to their needs.

"People are always looking for things they love, and they have become accustomed to the fact that you can buy amazing things at a reasonable price, so now they demand more," he told "There are so many choices that the customer is used to getting exactly what she wants and the price she wants. Now she can also shop any time for anything, anywhere. It’s hard to imagine what it was like before, when you had to know someone to get a deal. But the fact that there is so much great design out there is also making people more rigorous about what they buy, and what they want to buy."

He also noted that seasons seem to be blending together nowadays, causing fashion to become "more and more competitive". That said, he doesn't choose his joint ventures lightly, and knew his handbag line with Kohl's would leave a positive trail for him.

"You have to be exceptional for people to want to buy into your brand," he added. "Also, once people start seeing what you can achieve at a certain price, there’s no going back. But I think it’s probably good. No matter what, the customer is in charge now, and it’s up to the designer to respond in a way that makes sense to them. This collection with Kohl’s started as a one-time idea, but it has become something I really believe in, the ability to create something at a price that’s really incredible."

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